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1CASESTUDY:“CityScape”1.“CityScape”:IdeaandbusinessconceptTheproblemTheInternetandWorldWideWeb()haveestablishedthemselvesasthebackboneoftheworld-wideInformationSuperhighwayandoftheelectroniccommercemarket.Giventherapidlygrowingnumberof(CS),solvesthisproblem.Itisbothaninteractive•CSorganizeseverydayinformation--suchascurrentevents,localhappenings,localweatherforecasts,restaurantguides,movielistings,andaddresses-alongwithinformationaboutlocalbusinessesandtheirofferingsinaneasy-to-usedirectoryformat.•CSservesasaconduitthroughwhichlocalbusinessescanbothadvertiseandselltolocalcustomers.Thisserviceextendsfromthepostingofacontactaddresstocompleteinteractivecatalogswithintegratedcommercialtransactionprocessingfunctions.OneinnovativeaspectofCS(comparedwithexistingInternetproducts)isitsconvenienton-lineconsolidationofeverydayinformationthatusuallyneedstobegatheredfromvarioussources,suchasnewspapers,telephonebooks,andtheradioorTV.AnotherinnovativeaspectisthewayCSenablessmall-andmedium-sizedbusinesses,whichcommonlylackthefundsandtheknow-howtodesignandsupportaWebsite,tobecommerciallypresentonthe(searchengines,transactionprocessing,etc.).TheprovisionofaccesstotheInternetandmaintenanceofinfrastructurewillbesubcontractedtolocalInternetserviceproviders(ISPs)(Exhibit14).CSinitiallywillbelaunchedincitiesandregionswhereusageofthe“CityScape”:BusinessplanTheoriginalofthefollowingbusinessplanwasdevelopedfortheU.S.marketin1994andwasusedinadaptedformfortheVenture98competitioninSwitzerland.Thecontentandweightingoftheindividualelementsofthebusinessplanareintendedasexamplestohelpyougetstarted,butshouldnotbeconsideredbindingforyourbusinessplan.Moreover,asformostInternetprojects,priceshavemeanwhiledroppedprecipitouslyintheCSmarketsegment.Theshorthalf-lifeofInternetapplicationsforceswould-beWebentrepreneurstoconstantlyreviewtheirbusinessstrategies.Therefore,donotletyourselfbedistractedbythecontentoftheCSexample.Instead,concentrateonunderstandingthestructureandelaborationoftheindividualelementsofthebusinessplan.TheCSbusinessplanisbasedonareal-lifeexampleand,consequently,thereisroomforimprovement.Sinceitsinitialuse,manysuggestionsforitsimprovementhavebeenmade;thecommentsofProfessorHansrudiLenzareattachedfollowingthecasestudy.EXECUTIVESUMMARYPurposeofCityScape(CS)businessCSdevelopsandmarketsinteractivesoftwarefortheWorldWideWeb.IthasbeendesignedforeaseofusebothbyendusersandbylocalbusinesspartnersofCS.Itspurposeistwo-fold:1.Presentconsumerinformationonlocalbusinesses,events,cinemas,restaurants,weatherforecasts,etc.,inauser-friendlyformat.2.Serveasamediumforpromotionofandadvertisingbylocalbusinesses.Background:ExplosivegrowthofInternetmarketTheInternetandtheWorldWideWebhavebecometheplatformforelectroniccommerce.ThenumberofInternetusersisgrowingrapidly,andmanycompaniesareconsideringhowtheycanbesttakeadvantageofthisnewchannel.ItsinteractivityandmultimediapotentialmaketheWebanidealpublicityandsalestool.Informationcanbeupdatedquicklyandeasily,anddisseminatedcosteffectively,andcompaniesalsocangatherinfo